Frito-Lay: "Magic in the Bag" TV Ad

Frankel worked closely with Frito-Lay and Toon Disney to develop the summertime "Magic in the Bag" campaign, the first-ever cash-in-a-bag promotion. Game cards were seeded inside 80 million packages of Frito-Lay products where consumers could win $1 million via $5, $10 and $100 bills found inside. Every game card was a winner with non-cash cards containing a redeemable certificate for a Toon Disney premium item or Frito-Lay product. Frito-Lay supported the promotion with a multimillion-dollar media campaign, which included television promotion, in-store POP and merchandising – all of which was created by our team at Frankel.

Usually, the product news is the central focus of our advertising and it’s all about brand equity, but in this case, the promotion was the center of the idea and it made sense that the agency closest to the promotion would develop it. Our promotional agencies understand promotions better than our ad agencies do.

— Lora DeVuono, VP-Retail Marketing, Frito-Lay

Our TV ad "Magic in the Bag" won PROMO Magazine's PRO Award for Best Use of Advertising and the overall campaign exceeded Frito-Lay's previous summer sales by 8.2 % resulting in revenue of $218 Million. Samples of the final art for the in-store merchandising displays that accompanied the “Magic in the Bag,” campaign can be found in the In-Store section of this site.